Hyper personalisation and localisation will be the end goal for many brands, but an increasing variety of marketers are scrambling to administer the complex content requirements needed to deliver a very omnichannel marketing approach.
This is one among the important thing findings from The State of CMS 2024 report, which has been published by content management system (CMS) specialist, Storyblok.
The report details the outcomes of a survey commissioned by Storyblok of 1,719 businesses across the US, UK, Germany, Netherlands, and Sweden.
According to the study, an increasing variety of organisations are facing challenges with their content marketing strategies. This is seen as half of respondents (47%) state they’re still using 2-3 CMSs of their organisation. An additional third (27%) say they at the moment are using 4 to five CMSs, representing a big leap on the 11% stated in 2023’s report.
Interestingly, the survey also reveals that just one in five (19%) organisations are currently using only one CMS. In comparison, this figure stood at 24% in 2023 and 43% 2022. The inference of this insight is that organisations are turning to multiple CMSs to handle modern content requirements fairly than centralising with one system that may handle all of it.
Clearly, customers’ omnichannel expectations and demands remain a specific pressure point on this. When asked the rationale for using a couple of CMS, the overwhelming majority of (67%) state the necessity for omnichannel capabilities. An additional half (53%) say omnichannel is a very powerful CMS feature.
Indicative of further content complexity to come back, the report looks to a shift towards IoT CMS platforms as respondents predict a 16% decrease in website use. In contrast, respondents forecast marked increases in AR/VR (20%), voice-activated speakers (13%) and smartwatches (12%), further compounding the necessity for a future-ready content approach.
The report also reveals way more data in regards to the CMS industry, including:
- Over half of respondents (53%) report serving content in 2-3 languages, while a formidable 31% serve content in 4 or more languages
- 90% of respondents have a couple of team using their CMS. The largest group (50%) work with 2-3 CMSs
- 52% of users report that visual editing was a vital feature for his or her CMS, no matter whether or not they were technical or non-technical teams
- 38% state working across multiple independent platforms and migrating final content to the CMS as the highest collaboration issue
- Easier/improved content scaling is essentially the most sought-after missing CMS feature, cited by 43% of the sample
On a positive front, the report found that 74% of non-headless users say they’re prone to switch to a headless CMS in the following two years. Of those that had already switched to headless 99% reported improvements. The commonest were increased ROI (experienced by 61%) and productivity improvements (experienced by 58%).
Dominik Angerer, CEO and co-founding father of Storyblok, said: “A big CMS migration has been underway for years now, and our latest data confirms that it’s only going to speed up. Companies are uninterested in being locked in to CMSs that don’t offer the pliability, productivity, and performance they need. The rise of AI can be pushing businesses to review their entire content strategy so that they might be prepared for what’s next. Using a future-proof CMS is one of the best thing corporations can do to deliver higher content experiences.”
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